How did that start?

I guess we want it to be contemporary, but also show that we're a premium wine producer and, yeah, labels should be colourful and stand out on the shelf.

But we, I mean, the picture on the label is a formation or like a, it's, picks up on all of the terroir of our wine region.

And there's the hills, so the Darling Range.

There's the river coming through the hills into the vineyards beneath the hills.

And overall, that sort of visually sums up the influence of our region.

We've got the soils...

So when you're making these wines that we've spoken about, How much is it actually there's like carefully planned out your approach and how much comes from sort of simply just following the fruit and letting that guide you?